How We Can Do More Good?
Protein scarcity will require multiple approaches. At IFF, we believe one of them is to help people move to a more balanced diet by incorporating more plant protein in their food and beverages. It could reduce CO2 emissions significantly, decrease land use and limit potential denutrition. For example, by replacing just one kilo of animal protein, like beef, with our soy protein, we can reduce the GHG emissions by up to 73 times.

We continue to expand our knowledge on how to incorporate plant proteins into daily diets, how to process these proteins with our flavor portfolio and add in taste technologies, transforming these foods into irresistible cravings for the consumer – this incredible knowhow creates unstoppable innovation and potential for the future.

Meeting Consumers Wants and Needs to Increase Plant-Based Adoption:
Research notes that most consumers worldwide want to rebalance their diets with plant-based food and beverages. At the same time, we see that the plant-based industry is not what it was projected to be a few years ago.

So, we ask ourselves, what’s the reason for this? Why is the plant-based market not booming in the way the industry predicted?

There are clear challenges with taste & texture, price, health and nutrition of plant-based foods and beverages, causing roadblocks for consumers’ adoption. Our consumer intelligence team dove in and discovered a few additional significant barriers for plant-based diet adoption – a lack of variety in the products offered to consumers and the lack of products targeted to different consumer groups.

The need today is to expand plant-based diets to the mass market, representing a heterogeneous group of people. And at the same time, the plant-based options on the market currently are not fit for all eating occasions of the day, and the varied consumer’s needs. These challenges must be addressed now, for consumers to adopt plant-based products every day, for every meal.

By putting targeted consumer liking and preferences at the center of our designs of new dishes, desserts and drinks, we are addressing their most important priorities: taste, nutrition, affordability, variety and convenience.

Let’s explore each of these plant-based market drivers to see what we must address to gain daily adoption of plant-based diets.

Key Consumer Drivers in the Plant-Based Market:
1. TASTE & TEXTURE: As many consumers incorporate plant-based foods for health benefits, taste and texture override all other motivators. If the food does not taste good, consumers will not repurchase.
2. AFFORDABILITY: Affordability is a key market driver currently. With economic pressures prompting people to reevaluate what they value; consumers are becoming more mindful of their priorities. People are more than ever considering the impact of their choices on their wallets, health and planet.
3. HEALTH & NUTRITION: Consumers admit to eating more plant-proteins and less meat for health motivation. Health is very important for consumers looking to incorporate plant-based foods into their diet.
4. VARIETY: In a recent study, two thirds of global consumers surveyed have a willingness to explore different food and beverages. People want options for every eating occasion. This means, new, diverse formats not – the same plant-based burgers and nuggets over and over.
5. CONVENIENCE: Studies show that 50% of consumers value convenient formats when choosing plant-based products, and brands are addressing these preferences with easy-to-prepare and on-the-go versions of plant-based dishes.

Plant-Based Innovation in Action:

Explore our Cuisine Redefined by Greenfield Design virtual festival, where we’ve transformed these areas of opportunity into an interactive menu of innovative plant-based cuisine, with recipes that speak to consumers’ desire for global flavors, elevated nutrition, and new creative formats for meal, beverage, dessert and snack opportunities throughout the day. Dive into consumer preferences with our metahumans that take real-life challenges of what consumers face, and watch as their wants and needs are met and exceeded with our innovative, unique foods and beverages.

Our concepts developed by IFF Chefs and Food Designers are packed with limitless flavors, taste technologies and functional ingredients and they play a vital role in bringing their cuisine expertise and technical application knowledge. The future of plant-based food and beverage is limitless, with new, exciting and innovative dishes waiting to be created.

Let’s pioneer a new era of plant-based innovation, together for the health of people and our planet.

Explore our plant-based technologies, offerings and innovations here.

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Consider this: In carrot production, only 10% of carrot seeds are used to grow into carrots. 90% of these carrot seeds are too low in germination level, so they are thrown out into landfills, creating greenhouse gas emissions. Combine that with 2/3 of people globally considering climate change an emergency¹, plus the general scarcity of resources, there must be a more responsible way to use resources. So, what can we do to help?

What if we could create something from this byproduct to not only help the planet by reducing waste, but also to help manufacturers differentiate with great tasting products? We can, with upcycling.

“Upcycling” means “transforming a byproduct into something of even higher value or of different usage”, differing from “recycling” which means “transforming a byproduct into something of lower or similar value”. In the carrot seed example above, our team can turn these, otherwise considered useless carrot seeds, into carrot seed oil that can add flavor, complexity, and depth to foods to make something truly delicious.

According to FMCG Gurus², 80% of consumers believe that upcycling can help address the issue of food waste, and 71% find upcycled ingredients appealing. However, there are still some barriers for consumers to buy into upcycling. Upcycling is a relatively new concept for consumers. So, it can leave them asking questions like: Is upcycled food safe to eat? How will this affect the taste of my food? Will I have to pay more for upcycled food? As we know from numerous consumer trend reports, taste, nutrition and price come first for consumers. Environmental benefits are a welcome addition to these criteria.

Upcycling side streams from production is of interest to many manufacturers, and these consumer concerns make it crucial that the final product meets the highest standards of taste, quality and value for money.

Our job is to ensure the taste profile, cost, quality, and safety of these upcycled products are competitive with similar non-upcycled products.

The challenge for food and beverage producers is that upcycled raw material may vary in quality and composition depending on the source of the side stream. To meet the desired quality and functionality of a final food product made with upcycled raw material, taste design and formulation expertise is essential. For instance, certain upcycled raw materials, such as cascara (a tea-like drink brewed from discarded coffee cherry), can taste a bit dull but with the help of IFF’s Product Design™ expertise, our modulating flavor tools, and a range of innovative upcycled flavoring extracts, we can help transform upcycled raw material into a differentiating, great tasting end-product with high consumer appeal.

As Signe Causse, IFF’s Innovation Marketing Lead for our RE-IMAGINE WASTE™ Innovation Program notes, “A sustainable product is only as good as it tastes. We help our customers win with taste, nutrition and with the added benefit of the final product being upcycled and sustainable”.

LMR Naturals by IFF, an integrated part of IFF since 2000, delivering high quality natural ingredients with sustainability at heart, has applied the circular design principles of “upcycling”, striving to prevent waste and/or find a purpose for the by-product, with a positive upcycle process, producing high quality extracts.

This circular design principle resulted in the LMR Upcycling Collection, including products made from various leftover materials, such as used water and plant waste from our own production as well as from other companies. For example, we use leftover rosewater, spent hops, old beehives, turmeric roots, surplus bran, and carrot seeds that don’t sprout well.

Our rose flavoring extract is for instance derived from discarded distillation water from rose fragrance production in Turkey. Our team discovered that the rose petals from distillation still contained fragrant molecules. These molecules have been recovered to create ROSE ESSENTIAL™, a unique product, with fresh, floral, and citrus notes, with a potential to give a novel touch to food and beverage products. ROSE ESSENTIAL™ is a “FOR LIFE”-certified ingredient by Ecocert, recognizing that the company and its’ partners have worked in compliance with environmental criteria, good working conditions, and transparency.

Another innovative example from the LMR Upcycling Collection is HOP ULTIMATE™. The exhausted hop CO₂ extract from dried hop pellets, which is traditionally discarded when producing a bittering, flavoring, and stability agent in beer, are recovered and extracted, resulting in a fresh, green, citrus note with tropical fruit profile – a great fit with NOLO beverages or even in savory products.

Bringing upcycling from niche to norm is a journey – let’s take that journey together by creating great tasting upcycled food and beverage products that consumers love! For more information on how IFF can help you bring upcycled products to life, take a look at more Upcycling examples here or reach out to your account manager for more information.

Sources:

1: https://www.weforum.org/videos/2-in-3-people-think-climate-change-is-a-global-emergency/

2: FMCG Gurus: Top Ten Trends for 2024.

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We believe we can all do more good for people and planet. We can all wield the power within ourselves to create change and to transform ideas into impact.

IFF invites all of you our colleagues our customers partners and community to join us in taking a pledge to do more good in honor of Earth Month and to celebrate our upcoming ESG+ Report by:

• Rallying around our purpose of applying science and creativity for a better world
• Sharing your commitment to do more good for people and planet
• Voicing your commitment to embed ESG+ in all that you do empowering others to do the same

Take action and pledge to make a difference in the world!

How to Get Involved:

1. Grab and use our Do More Good Pledge graphic.
2. Help spread the word! Use the hashtag to follow online: #DoMoreGoodPledge.
3. Share your stories commitments ideas or passion to Do More Good.
4. Follow and tag our social media accounts for reposts.

We’re looking forward to the release of our 14th annual sustainability report – the Do More Good Report: IFF’s 2023 ESG+ Progress – which will be available in May in our Report Library

The post Take the Do More Good Pledge: Join us! appeared first on IFF.

Our team ties together a multi-faceted understanding of long, medium, and short-term shifts including societal drivers of change, people-centric lifestyle trends and consumer insight, and local market analysis into a single tool. This synergy of data, insight and inspiration fuels our proprietary Panoptic trend intelligence approach. Panoptic detects early signals and fosters a shared understanding of influential people-centric trends shaping our world. Through our Panoptic view, we empower ourselves to innovate boldly and make strategic decisions with confidence and creativity. 

Guided by shifting drivers of change and accelerating lifestyle trends, we’ve identified five pivotal Panoptic Lifestyle Movements that significantly impact how people live and consume as we look ahead over the next 12 to 18 months: Simple Frugality, Neo-Hedonism, Better-Being, Responsible Living and AI/Human.  

Looking at Lifestyle Trends: Attitudes and Behaviors in Food and Beverage 

These movements serve as our compass, providing insights into short-term shifts. But how do they manifest within the realm of food and beverage? Let’s explore the impact of some of these movements and understand how they are likely to play out across key Food and Beverage categories. As we navigate this dynamic landscape, our commitment remains unwavering: to help our customers create essential solutions that enhance lives and contribute to a better world through the best ingredients. 

Movement 1 – Simple Frugality: Economic pressures and environmental challenges are prompting people to reevaluate what they value. As they become more mindful of their priorities, they seek to use fewer resources and spend less money. This shift toward “value with values” encompasses affordability, safety, quality, ethics, sustainability, and durability. People consider the impact of their choices on their wallets, homes, and the planet. This conscious convenience trend arises from the need for flexibility, simplicity, and sustainability, leading individuals to focus on essentials and practicality in their choices. 

Simple Frugality in Food and Beverages: 

Beverages: Some consumers prioritize price, seeking ways to stretch their budget. These “save by any means” individuals increasingly turn to brands and retailers for discounts, specials and membership perks. Private label products are particularly popular in this market. However, for many beverage consumers, value extends beyond the lowest price. They consider health, ethics and sustainability benefits when making choices. 

Culinary: Similar trends apply to culinary products. Private label options thrive as consumers seek value. Retailers are also innovating by offering additional benefits.  

Remember, frugality doesn’t mean sacrificing quality or enjoyment—it’s about making thoughtful choices that align with personal values and priorities. And ultimately for both food (In this case culinary) and beverages, consumers want “value with values”. 

Movement 2 – Neo-Hedonism: People are expanding their definition of hedonism, seeking new and innovative ways to experience pleasure in their lives, infusing the everyday with joy and sensorial delights. They want surprise, mystery, awe, and wonder, making new experiences that engage a wide spectrum of feelings and emotions. Amid financial constraints, they self-indulge with affordable treats, prioritizing meaningful, healthy moments over excess. They cherish new, simple, daily practices and pampering rituals that help them rejoice and counteract their lingering sentiments of anxiety and unhappiness. 

Neo-Hedonism in Food and Beverages: 

In general terms sensorial experiences play a pivotal role. Let’s break it down in category terms: 

Ice Cream & Dairy Desserts: These treats engage all our senses – layers, textures, and inclusions create indulgence. Think of that creamy scoop melting on your tongue. 

Beverages: Flavor and texture innovation drive excitement. Whether it’s a refreshing soda or a complex cocktail, the sensory experience matters. Even in the No and Low Alcohol (NOLO) space, where alcohol content is reduced, sensorial engagement remains crucial. In alcoholic drinks limited editions and seasonal offerings stretch boundaries. Premium and sophisticated (reasonably priced!) products aim to delight. As more people stay in, they want to recreate celebratory drinking experiences…think holidays, special occasions, and cozy rituals. 

Salty Snacks: Sensorial experience, particularly flavor is a key factor here too. Consumers have their favorites but still want to be surprised and delighted by surprises, mash ups, exotic and unusual flavors. 

Bakery: Innovation in new formats to engage in different occasions, needs and moments are important.  Evolving the sensorial experience with both flavor & texture is crucial. Innovating with nostalgic classic flavors brings comfort; tapping into “local” can inspire. 

Movement 3 – Better-Being: People are adopting a pragmatic approach to health, focusing on smarter ways to optimize health and enhance how they look and feel. They are seeking more practical, natural options that deliver quick, proven results. Time-consuming, complex, expensive, or exclusionary solutions are of less interest.  Scientific and technical advances are becoming more important in achieving the desired outcomes. Health is integrated with every aspect of consumers’ lives and interconnected with the world around them. Living longer isn’t enough; people also want to live better, with a focus on being healthy as we age. There is increased demand for offerings tailored to an older population, that is more tech-savvy and affluent that want to enjoy a more active and independent life. 

Better-Being in Food and Beverages: 

Dairy: Has strong associations with health, which is being driven further either at a basic level around things like sugar reduction or with more complex, functional claims. Focus is also shifting to a clear communication around the benefit not the ingredient. As concern grows about ultra-processed foods, along with the use of Ozempic® for weight loss where people are consuming fewer calories, there’s a need for nutrient-dense options. Dairy is an appealing choice due to its nutrient richness. 

Snacks: Healthy snacking that fits lifestyle and delivers nutrition is crucial. Consumers want guidance on healthy options; guidance labels are being adopted by brands with government initiatives further driving interest. Consumers are scrutinizing ingredient lists and want products that are less processed and free from additives, with brands feeling the pressure to minimize their lists and use more natural ingredients. Healthy snacking interest is pushing the growth of nutrient dense snacks, with nuts, which are generally recognized as healthy & nutritionally rich, gaining interest. Nuts are also celebrating their plant-based origins as plant-based, and it’s associated health benefits, gains traction.   

Culinary: Consumers here also want shorter ingredient lists, easily understood and natural ingredients, and simplified processing – brands are trying as much as they can to deliver on this. 

Movement 4 – Responsible Living: Alarmed by the disastrous consequences of climate crisis, overconsumption and ecocide acts, people are increasingly committing more to the planet and investing more time and money to find new ways to live sustainably and create a regenerative future. Eco-ethical values are more important now than ever. Responsible living is about becoming responsible citizens of the world, for the planet and the people living on it. While information is increasingly questioned, people are seeking out greater transparency, trusted sources for products, solutions, and responses to political, moral, social, environmental, health and safety issues.  

Responsible Living in Food and Beverages: 

Beverages: consumers want brands to address their planetary and ethical concerns with approaches that provide clear communication and that have minimal impact on product costs.  Currently interest in aspects such as upcycling and regenerative farming is very high.  

Bakery: the category is hyper-focused on Carbon footprint reduction, investing in renewable energy and using local or upcycled ingredients. 

Movement 5 – AI / Human: In our algorithm-driven world, AI-powered technologies are rapidly advancing, enabling personalization, convenience and speed. These technologies have become thinking partners, influencing decisions, and reshaping expectations. However, as we navigate this new world, there is a need to also preserve human skills and connections —emotions, empathy, creativity, and relationships—to fully harness this revolution. People seek thoughtful, ethical tech that enhances our lives and fosters unity without unnecessary complexity.  

AI / Human in Food and Beverages: 

AI and technology are enablers across many food and beverage categories, allowing the core product aspects that consumers so often desire. As a countertrend, there are brands that are emphasizing the human touch through a narrative of personal stories, even for brands whose existence is heavily reliant on AI or technology. 

Interested in our Panoptic capabilities? Check out our full Panoptic Framework or reach out to us for more information and to partner on your next project to meet consumer needs – now and in the future. 

Ozempic® is a registered trademark of Novo Nordisk A/S 

The post Looking Ahead: Food & Beverage Trends for Today and Beyond appeared first on IFF.

The consensus among the 2600 companies’ bosses that responded to Accenture’s latest United Nations Global Compact/Accenture CEO Study2 is that “sustainability has emerged as the core of resilience. It is not only a climate imperative but also the foundation for security growth and resilience”. Failing to invest in environmental social and governance (ESG)-related projects is no longer an option. Non-financial issues are increasingly guiding business decisions to reduce risk.

Conservation and management of natural resources is a top priority for all major breweries as they strive to limit the impact of their operations on the economic social and environmental well-being of communities and join the efforts to preserve and support them.

Of course responsible business best practices offer plenty of opportunity to unlock efficiencies and cut costs. 44% of responding executives to the Euromonitor research3 say they increasingly regard sustainability as a support to cost saving strategies. This is something that manufacturing businesses including beer producers know well; optimizing processes to reduce inputs energy use water consumption and raw materials are great ways to enhance the bottom line while helping to protect the environment.

With climate change hitting many regions of the world hard the beer-making industry has many reasons to put into practice ambitious sustainability strategies.

What challenges do breweries face? What responsible decisions are they taking? How can they significantly reduce water and energy savings in the brewing process?

Find out the answers to these questions and more. Click here.

Find out how you can navigate a range of sustainability challenges – and implement solutions to reduce impacts and costs. Click here.

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The appointment follows the announcement of IFF’s strategic framework to Do What Matters Most for driving sustained profitable growth deepening its commitment to customers and embedding Environmental Social and Governance plus Sustainable Solutions (or “ESG+”) priorities across the entire enterprise.

As Renee steps into this new role we sat down with her to understand her journey with IFF what she plans to prioritize and what sustainability means to her personally and professionally.

Read on to learn more about Renee and the future of sustainability at IFF.

Q: Tell us a bit about your journey with IFF.

Henze: Before taking on the role in Sustainability I led the global marketing and sustainability initiatives for the Home & Personal Care (HPC) business within the Health & Biosciences (H&B) division at IFF. Within the HPC business the main products are enzymes and DEB (designed enzymatic biomaterials) – technologies that are both inherently bio-based and biodegradable with significant performance improvements. So being able to highlight the sustainability credentials of our products to customers was just naturally part of our business value proposition.

Before HPC I led commercial development and marketing for H&B’s biomaterials business (part of DuPont at that time). There I was involved primarily with the global marketing of bio-based fibers for apparel brands and bio-based products for personal care companies. I also spent time leading a joint venture that we had with a Chilean salmon aquaculture company where we partnered to feed raise market and sell sustainably-raised farmed salmon!

“Sustainability is just who I am my makeup my background my passion. I remember the point earlier in my career when I realized that I could do this every day and make a positive difference in the world – it was a lightbulb moment for me.” 

– Renee Henze

Q: IFF has signaled the importance of sustainability as a strategic imperative. What does “embedding ESG+ in all we do” mean to you and what are the most critical ways IFF is doing this?

Henze: To me embedding ESG+ in all that we do means that eventually (but not too soon! [laughs]) my role will become obsolete as sustainability considerations become naturally integrated into each business. In the meantime we are building sustainability into every process and program within the organization and related sustainability metrics will increasingly be key indicators of the Company’s “health” performance and success – much like we already have for financials. It also means that IFF’s brand position messaging and thought leadership seamlessly weave sustainability and our sustainable innovations together as one and the same.

We’re already seeing this journey at work within IFF. Across the company we’re engaged in meaningful activities in energy reduction and capital-led improvement programs at our manufacturing sites responsible sourcing and certifications programs for our ingredients/feedstocks our proprietary Innovation for Sustainability (I4S) model for portfolio assessment life-cycle-assessments ensuring that all new products have a sustainability value proposition and active engagement with our customers to help them achieve their sustainability goals.

“I truly believe that sustainability is part of our IFF identity brand and who we are. I’d like ‘sustainability at IFF’ and our product offerings to be synonymous. And we are getting there with our Do More Good Plan goal for every new innovation to have a sustainability value proposition by 2030.”

– Renee Henze

Q: A hallmark of IFF’s corporate strategy is to Be the Premier Partner for customers who are also among the top stakeholder groups creating pressure on companies to invest in sustainability initiatives. How do you see IFF leveraging the Do More Good (DMG) Plan to help execute this focus area?

Henze: Simply put we have the unique opportunity to leverage our DMG Plan to delight our customers and to create a substantial competitive advantage for IFF.

This means being able to proactively provide our customers’ Scope 3 and other sustainability-related data; provide them with the sustainability information and analyses that lead them to choose our products preferentially; and develop the innovations that solve their sustainability and performance challenges while helping them achieve their own ESG-related goals. It also means we can partner with our customers to be thought leaders and sustainability stewards to help differentiate themselves in the marketplace.

“At IFF we believe that our competitive advantage is what we do around the support of our customers and the innovations that we create that help them propel sustainability.”

– Renee Henze

Q: You have already mentioned the importance of innovation. Why do you think this is so fundamental and what does it mean for the future of sustainability at IFF?

Henze: As a company we continue to make significant investments in our R&D program to expand our biotech capabilities commercialize existing pipelines launch new and exciting customer collaborations and fuel other transformational projects that will accelerate digitalization and analytics.

These opportunities – coupled with our commitment to ensure that all innovations moving forward have a sustainability value proposition – mean that we have the potential to exponentially multiply the positive impacts we can have on society and the environment. In short sustainability and innovation are for us intrinsically linked to our future success.

“The emphasis we place on the power of R&D communicates that sustainable innovations are the core underpinning of what we do our competitive advantage and the way we’re going to grow our company.”

– Renee Henze

Q: What does sustainability mean to you in your life and interests outside of work?

Henze: The things that I love to do outside of work are all rooted in the natural world–hiking skiing kayaking and running. I have been very fortunate in my personal and professional life to have had the opportunity to go to some unique places and experience these things.

With this also comes the opportunity to see the world through a different lens particularly in more remote parts where you notice both the good and bad – the pristine and irreplaceable beauty on one hand versus the impacts that things like climate change and social injustice are having on marginalized communities. It compels me to do what I can to pass on a more equitable and sustainable world for my child and the next generations.

Renee exploring Patagonia in the southernmost tip of South America amidst the only glacier in the world that is not shrinking.

Sustainability is also an essential element of the marketing and public relations courses I teach as an Adjunct Professor at New York University. My students examine the role that social technological and cultural influences have on the success or failure of brands and sustainability has become an unequivocal part of that consideration because it’s just how product development and marketing are done today.

” More than just being the right thing to do sustainability is good for business. We are not a charity. These things have to make good business sense – and they do.”

– Renee Henze

We see that same philosophy reflected here at IFF through the importance of sustainability in our product pipeline and how we communicate in the marketplace. This is how business is going and how we have to show up to thrive in the future. It is what our stakeholder expect.

Renee observing the natural beauty of the Dolomites a mountain range in northeastern Italy during a summer hike.

Learn more about IFF’s Do More Good Plan and commitment to sustainability in our 2022 Do More Good Report.

The post Five Questions with IFF’s New VP of Sustainability Renee Henze appeared first on IFF.

Over the last few years IFF has expanded our global leadership position in many high-value ingredients across key categories including those derived from seaweed. Now as one of the world’s largest global buyers and harvesters of red and brown seaweed for hydrocolloids (such as alginates and carrageenan that are essential ingredients for many foods pharmaceuticals fertilizers and cosmetics) IFF is excited to continue and further strengthen the impressive legacy of the Seaweeds Responsible Sourcing Program (SRSP) and achieving many industry ‘firsts.’

Inspiring Responsible Sourcing

As leaders in the hydrocolloid industry our teams carefully source red and brown seaweed from cold and warm water locations around the world. We process both fresh and dry seaweed to produce best-in-class alginate and carrageenan products for customers in our Nourish Health & Biosciences and Pharma Solutions divisions. For decades our seaweed experts have worked hand in hand – both above and below the water – with thousands of seaweed farmers and harvesters in Southeast Asia the Western Indian Ocean and along the coasts of Norway Iceland Australia Latin America Canada and Morocco. This holistic and collaborative approach to planting growing and harvesting seaweed is fully aligned with IFF’s long history of preserving natural resources while strengthening local communities.

The SRSP seeks to continuously improve the social and environmental performance of our seaweed cultivation and harvesting processes as well as to inspire sustainable production across the wider hydrocolloid industry. To achieve these objectives we are working at the important intersection of both science and creativity.

Science-driven Conservation Solutions

At the core of the SRSP’s continuous improvement process is a comprehensive set of “Environmental & Social Good Practices for Seaweed Harvesting” (“the Practices”) that include a variety of key sustainability criteria from the protection of coral reefs and limiting shading on sea grasses to worker safety. The criteria are periodically reviewed to reflect the latest science and incorporate lessons learned from the implementation of the SRSP.

We have also started to share these Practices with our upstream seaweed farmers to engage them in capacity building and training opportunities including providing guidance on plastic waste management. Since 2019 more than 500 seaweed farmers in Indonesia were trained using these environmental and social criteria. We also promote opportunities to bring in new recruits and explain how families can make a living as seaweed farmers.

“The most rewarding thing to see is how people’s lives have improved since they’ve joined this industry” says Erick Ask Senior Scientist at IFF. “People protect what they love and because their livelihoods depend on it farmers take an active role in conservation while raising awareness about the health and cleanliness of the ocean in their own communities.”

Creating Industry Innovations

Our passion for science-driven seaweed farming has also led us to develop creative innovations that we are proud to see others in the hydrocolloid industry now using widely. Back in the early 2000s in Zanzibar our seaweed experts saw an opportunity to increase efficiencies. Farms are on sandy bottoms in the intertidal and farmers work during the few hours of low tide. In the past they would carry their harvest (typically weighing about 20 kg or 44 lbs) on their heads to the drying area about 500 to 1000 meters away. By the time they returned to the water to work the tide would have come in preventing further harvesting. Erick Ask collaborated with a North American sports watercraft company to develop a more durable lightweight boat or “seaweed barge” that could carry up to 400 kg (nearly 900 lbs) of seaweed in just a few centimeters of water as the tide came in – replacing the traditional expensive dugout canoes made of heavy wood linked to deforestation.

In addition to being the first in the industry to develop the “seaweed barge” our experts also invented the “Made Loop” (pronounced “Maudie”) after Made Simbik a key figure on our team at the time who developed a better system for attaching seaweed cuttings to ropes thereby increasing farmer productivity and decreasing waste.

We also support sustainable innovations in our own operations to drive efficiencies. In addition to our largest seaweed processing sites being ISO14001:2015 certified we have actively phased out coal as an energy source in all seaweed plants globally and we are focused on expanding the use of renewable energy in line with IFF’s energy management goals. For example one of our seaweed production sites uses geothermal energy for seaweed drying. In collaboration with an industry partner we are also supporting the circular economy by upcycling a byproduct of the carrageenan extraction process that would otherwise be discarded to derive a mineral rich pH-balancing soil enhancement for agriculture applications in the United States.

The Power of Stakeholder Engagement

To continue to build on the success of the SRSP we know we can’t do this important work alone. By regularly engaging with relevant stakeholders we are not only improving our own processes and helping our customers achieve their sustainability goals but also supporting the health of the world’s aquatic ecosystems. IFF staff bring years of on-the-ground experience to support third-party frameworks and other advancements in sustainable seaweed production. In addition to contributing to the development of the ASC-MSC Seaweed Standard and the Best Aquaculture Practices (BAP) Seaweed Farm Standard of the Global Seafood Alliance (GSA) we are members of the Global Seaweed STAR project Advisory Board.

In addition IFF is a signatory of the Seaweed Manifesto a visionary statement for the industry that describes how seaweed can contribute to achieving the U.N. Sustainable Development Goals through food security climate change mitigation poverty alleviation and support for marine ecosystems.

As a member of the U.N. Global Compact (UNGC) we also aim to inspire others in the industry to promote greater environmental responsibility. We have contributed to the Practical Guidance for the UNGC Sustainable Ocean Principles: Seaweed intended to promote ocean health and emphasize the shared responsibility of all businesses to secure a productive marine ecosystem.

Learn more about our commitment to seaweed the raw material used to produce carrageenan & alginate.

The post The Science & Creativity of Sustainable Seaweed appeared first on IFF.

It is a sector that requires a lot of barley which is by far the biggest raw material used in brewing⁴. In a process that goes back more than 5000 years brewers treat malted barley so that the dextrins contained in the grain are broken down to smaller sugars and are fermented into alcohol.

However beer makers have always experimented with other types of grains grown locally from oats and corn to cassava and sorghum. To broaden their reach expand their range of beers or to simply find cost savings for many years brewers have been adding alternative raw materials as adjuncts to supplement the main mash. Today it is estimated that around 85-90% of all beer is produced with a portion of adjuncts with beer makers in some regions using more than others. For example between 10-30% of brewers in Europe use adjuncts while up to 75% of African brewers do the same.⁵

So why are brewers continuing to look past malt for their raw materials? A number of factors are at play. First consumers are increasingly looking for a more authentic experience from their favorite beer brands – not just a high-quality drink but one that makes them feel more connected to their local community. Knowing that locally sourced ingredients are being used in their beer can do that.

Using alternative raw materials in their recipes can also help beer brands carve out a unique market position. New grains can offer new flavors and gluten-free options to reach new customers. And technically they can provide additional sources of fermentable carbohydrates to change beer color or to adjust flavors.

For beer makers looking to enhance their sustainability performance and credentials local raw material use can give a suitable boost with reduced shipping impacts and improved overall process efficiency including water and energy. These obviously may have a positive impact on cost savings too. Local government policies to reduce imports and support local farming are also supporting the trend for using local crops in brewing.

Making the shift to use alternative raw materials is not without its challenges. Securing a supply of different grains that are commonly used for other competing needs such as food will be key as will be achieving the target beer quality and taste profile. Finally the last thing beer makers will want is for their process efficiency to be impacted because of the of new components in the brew.

But as the trend for localism – supporting local economies feeling connected to the local community buying into brands that care about the places they operate – escalates finding alternatives to traditional beer making processes presents a huge opportunity for beer companies to grow and thrive in a crowded market.

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¹. Dabija A. Ciocan M.E. Chetrariu A. & Codina G.G. Maize and Sorghum as Raw Materials for Brewing a Review. Appl. Sci. 2021 113139.
². Vantage Market Research https://www.globenewswire.com/news-release/2022/09/22/2520839/0/en/Global-Beer-Market-Size-to-Worth-US-915-4-Bn-by-2028-at-a-CAGR-of-3-5-Rising-Social-Drinker-to-Drive-the-Market-Growth-Vantage-Market-Research.html
³. Euromonitor
⁴. American Scientist https://www.americanscientist.org/article/why-brewers-choose-barley
⁵. Annemüller G. & Manger H.-J. (2013). Processing of various adjuncts in beer production (1st ed.). Berlin: VLB. Atnafu T. & Abebaw G. (2015). Partial

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Localism is a trend that has outlasted Covid. As countries around the world find themselves with rising inflation and a cost-of-living crisis people continue to be drawn to ideas products and organisations – whether in the political social economic or ecological spheres – that promote localism. Growing economic uncertainty and geopolitical disruption makes people seek out a sense of belonging as they become more attached to their local environment.¹

In response brands are making moves to link their own agendas to localism whether that is promoting their sustainability performance enhancing their transparency or highlighting how their business is benefitting local communities. In China for example many brands follow what’s known as Guochao the concept of incorporating traditional Chinese cultural elements into products showing that they understand and acknowledge what is important to local movements.

We all need local spirit

The trend for all things local came through loud and clear in the latest research from Panoptic IFF’s proprietary trend and foresight tool. It studies and identifies the most impactful shifts and dynamics shaping the short- mid- and long-term future of industries. By detecting early signals of where markets are heading and understanding the latest thoughts ideas and buying habits across many markets IFF can use the intelligence to drive innovation and create future-proof solutions.

The Panoptic research served up eight ‘lifestyle territories’ – the key influential drivers of change among consumers – as well as 30 ‘lifestyle trends’ that are most pertinent today.

One of the lifestyle territories identified by the research is Cultural Anchors reflecting the desire and demand for people to find meaning by anchoring themselves in cultural expressions and heritage. According to the analysis people are dismissing mass-produced goods in favour of products and experiences that are more unique and authentic. There is a growing interest in provenance and local cultures around the globe. People want to experience more personal and meaningful interactions with local communities. They appreciate products and businesses that understand local cultures and history. And there is more value being placed on the stories behind products brands and experiences.

One of the 30 trends to break through is what Panoptic refers to as ‘Local Spirit’ which reveals a desire for building and fostering a sense of pride provenance and local community belonging.

According to the analysis people have always formed communities around shared locations with pride and an appreciation for local culture expertise and ingredients. This communal spirit and stronger support for close networks and local entrepreneurs offer a sense of belonging while developing a local taste based on an authentic cultural heritage and narrative. More than ever near-sourcing is appealing to people who value sustainability driving the rediscovering and development of what is available in their own regions.

It is a trend backed up by complementary research which shows 53% of consumers say shopping with small and local businesses gives back to their communities and gives them more purpose in their shopping habits.² Around half (49%) of global consumers now say they pay more attention to the origin of the products they are purchasing.³

Examples of brands using it

More and more brands are taking advantage of the demand for localism by supporting communities through small-scale projects that empower local economies. They include:

• Nike Unite. This is a new concept for the sports apparel company designed to help locals connect more closely with sport. Each concept store ensures that only local people get hired and the design and visual merchandising is all about showcasing local partnerships with hometown athletes and local landmarks.⁴
• Deliveroo. The food delivery business has been working with Singapore Red Cross to deliver first aid training for its riders. It’s something the firm has already done in the UK and Ireland. Now Deliveroo riders are equipped with vital skills and first aid knowledge that could help them respond to situations when they are out in communities where they deliver food to people’s homes. “Our riders are a force for good in local communities and equipping our rider fleet with such essential skills can make a world of difference” says Deliveroo Singapore’s General Manager Siddharth Shanker.⁵
• McDonald’s. In the Summer of 2022 the fast-food chain supported Spanish farmers affected by wildfires by launching the ‘Burger That Could Not Be’. The profits from the limited edition product – merely an empty charcoal-black box to act as a reminder of the crops destroyed and all the burgers that would not be able to be produced due to agricultural losses – were donated to farmers struggling to rebuild after the wildfires destroyed more than 47000 acres of land in Valencia.⁶

What does local mean for a beer?

For beer makers the localism trend represents an opportunity to reconsider ingredients and enhance the traceability of products. Right now the sector is lagging behind. According to analysis by Bain around 90% of brands do not embed sustainability frequently in their communications.⁷ And 80% of beer companies showing ‘low’ levels of communication on sustainable themes including health diversity and inclusion waste emissions carbon and water.

Research by Mintel suggests consumers view locally produced goods favourably with 62% of Malaysian consumers say they would like to know more about the people who produce the food and drink they buy⁸ and 63% of American consumers say that they try to buy from local companies where possible. ⁹
In response Anheuser-Busch InBev (AB InBev) whose brands include Budweiser Stella Artois and Corona is focused on supporting local communities through its Smart Drinking initiative¹⁰ by promoting more responsible alcohol consumption creating safer environments for everybody. Meanwhile its business-to-business platform BEES¹¹ is using the power of digital technology to small- and medium-sized retailers who often face challenges in accessing financial services business skills development and the inputs needed to maintain and upgrade their stores.

The South Korean brewer Hite has teamed up with Joe White Maltings in Australia to develop a malt beer made exclusively from barley sourced from Tasmania. The special brew comes packaged in cans featuring a QR code which takes consumers to a map explaining the origins of the malt from barley farm to harvest malting including the dates times and processes involved.¹²

By serving up locally sourced products people have a chance to buy into authentic methods recipes and regional flavours. More and more breweries are responding to this demand by using locally sourced ingredients and embedding themselves in the communities where they’re based. Diageo which owns brands such as Guinness is supporting local communities in developing world countries such as Kenya. East African Breweries is procuring sorghum from 60000 smallholder farmers using the alternative to barley for its – Senator Keg product.¹³

Other examples include:¹⁴

• In Spain Damm’s Estrella Damm is made using barley from local farmers and malted with Mediterranean rice using an original recipe since 1876.
• BK’s Kronenbourg Bière Blonde d’Alsace made with ingredients sourced locally from eastern France including grains and hops.
• Citibrew HK’s Gentlemen Stout Beer brewed using Chinese herbal ingredients including red dates and longan.
• Great Northern Brewing has been brewing craft beer in the Rocky Mountains USA since 1995. Its Wild Huckleberry wheat lager one of its flagship beers is made with juice from local Montana huckleberries.

Conclusion

Locally sourced products – beer or otherwise – offer a way to bring local communities together creating a sense of society that more and more people crave. Enzymes can help beer makers overcome the challenge of low enzyme content of many adjuncts and help lower the viscosity in the process saving on energy and water and making breweries more sustainable. Crucially using local ingredients – and supporting local farming communities – can help brands effectively address the localism agenda.

But it’s important for brands to be authentic and transparent in doing so. For example companies will need to go further in giving consumers access to information that explains the local relevance of their products. They should also explain why local ingredients and products are more sustainable and how they are providing local communities with a source of income. Beyond product localisation brands must also demonstrate they understand the local culture how they fit into it and how their approach will benefit local people.

Localism is here to stay and brands will increasingly be expected to understand what that means so that they can continue being a positive member of communities everywhere.

Footnotes

¹ Marketing Week article https://www.marketingweek.com/localism-no-lockdown-fad.
² Semrush 2021.
³ IFF Human and Consumer Tracker 2021.
⁴ https://www.pymnts.com/news/retail/2020/nike-unite-community-stores-digital-focus.
⁵ https://riders.deliveroo.com.sg/en/news/rider-safety-month.
⁶ https://www.famouscampaigns.com/2022/08/mcdonalds-spain-has-created-the-burger-that-could-not-be-in-support-of-wildfire-torn-farms.
⁷ Bain https://www.bain.com/insights/sustainable-brands-in-your-future.
⁸ https://www.mintel.com/press-centre/food-and-drink/mintels-2022-global-food-and-drink-trends.
⁹ https://www.mintel.com/press-centre/food-and-drink/mintels-2022-global-food-and-drink-trends.
¹⁰ https://www.ab-inbev.com/smart-drinking/smart-drinking-goals/.
¹¹ https://www.ab-inbev.com/news-media/innovation/bees-is-the-fast-growing-e-commerce-platform-that-has-more-than-a-million-retailers-buzzing/.
¹² https://asiabrewersnetwork.com/news/hite-joe-white-collab-on-christmas-beer
¹³ https://farmbizafrica.com/12-machinery/2244-eabl-pays-sh1-5bn-to-its-60-000-small-scale-sorghum-farmers-in-the-region.
¹⁴ Sourced from Mintel’s GNPD https://www.mintel.com/global-new-products-database

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